Japan’s Innovative Solution To Overtourism: Tiered Pricing And Restricts Visitors to Protect Major Attractions, For Sustainable, Impactful Travel Amid An Unprecedented 35 Million Visitor surge

Japan introduces tiered pricing to tackle overtourism, balancing visitor numbers, protecting cultural landmarks, and ensuring sustainable tourism for 35 million travelers.

In 2024, Japan saw an all-time high in tourist arrivals, surpassing 35 million, largely fueled by the depreciating yen. As a result, some regions have been overwhelmed by overtourism.

To manage the influx, the government has implemented measures such as visitor caps, including limiting Mount Fuji climbers to just 4,000 per day.

One of the new initiatives set to take effect in July 2025 is tiered pricing, which will introduce different ticket prices for Japanese residents and foreign visitors at major attractions. Here’s what we know so far:

Where will tiered pricing apply?

The tiered pricing system aims to ease overtourism by charging higher fees to international visitors, with the additional revenue directed towards maintaining and preserving these popular sites. Notable examples include:

• Niseko Ski Resorts in Hokkaido: Starting in July, tourists will pay ¥6,500 ($69) per day, while local residents will pay ¥5,000 ($53).
• Shrines and Temples: Certain sacred locations will increase fees for international tourists.
• Kiyomizu Temple in Kyoto: One of Japan’s most iconic landmarks may also implement pricing differences.

There remains some debate regarding the fairness of “local” pricing and whether it applies to all Japanese nationals or just residents of the area. For instance, Himeji Castle has opted for a regional pricing approach, offering reduced rates only to local residents.

How is Japan tackling overtourism?

Distributing tourists more evenly across different areas is key to easing congestion and spreading the economic benefits of tourism. Take Nagoya, for example. Often dismissed as a dull industrial hub, it’s actually a cultural gem, brimming with art, galleries, and festivals. Key events like the sumo basho tournament at Nagoya Castle and the breathtaking Cherry Blossom Festival highlight the city’s rich cultural offerings. Travel companies like Inside Travel Group are encouraging visitors to explore less-frequented destinations like Nagoya, helping to spread tourism dollars more evenly.

While diversifying tourism helps mitigate pressure on popular destinations, certain hotspots will always attract visitors. The introduction of dual pricing and tariffs is a strategy to manage increased demand. Japan will closely monitor the impact of the tiered pricing system, and if successful, it could be expanded to other locations.

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